Nike joins lifestyle battle with women's 'streetwear' collection
New products include denim bags, oversized T-shirts and trend-led women's shoes with thinner soles than those of its trainers range. Nike's product launches come at an important time for sports brands, as they gear up for the London 2012 Olympics. Puma is forging ahead with a marketing strategy centred on promoting the brand to the 'after-hours athlete', such as consumers who enjoy sports such as pool, bowling and table-football. Unveiling its collection at the Bread and Butter fashion trade show in Berlin, the sports brand showcased double-washed hoodies and jackets in new materials such as linen. The company is the latest major performance-focused sportswear and equipment brand to broaden its appeal beyond the core athletics arena into a lifestyle proposition. A spokeswoman for Nike described the range as based on a 'Californian beach style'.
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